本文選題：基金公司 + 渠道銷售人員��； 參考：《河北工業(yè)大學(xué)》2013年碩士論文

【摘要】：證券投資基金（簡(jiǎn)稱基金）作為一種可以滿足人們投資需求的特殊商品，是資本市場(chǎng)發(fā)展的必然產(chǎn)物。在國(guó)內(nèi)，基金業(yè)經(jīng)歷了十幾年的蓬勃發(fā)展，資產(chǎn)規(guī)模已經(jīng)超過(guò)2.6萬(wàn)億元。目前，國(guó)內(nèi)基金產(chǎn)品的銷售主要依賴渠道代銷，因此在行業(yè)內(nèi)，基金產(chǎn)品的銷售工作都是特指渠道銷售。本文作者在YM基金公司市場(chǎng)部工作期間，發(fā)現(xiàn)基金產(chǎn)品在渠道銷售過(guò)程中，受內(nèi)外部環(huán)境因素的影響非常顯著，投資業(yè)績(jī)、市場(chǎng)環(huán)境都會(huì)增幅或抵消銷售人員的工作成果。因此，在實(shí)際工作中渠道銷售人員的付出與銷售成果不能完全匹配，而當(dāng)前的績(jī)效考核體系又無(wú)法進(jìn)行有效地調(diào)整，從而導(dǎo)致無(wú)法科學(xué)、公平、公正的評(píng)價(jià)渠道銷售人員的工作績(jī)效。甚至在極端環(huán)境下，還可能出現(xiàn)無(wú)法開展績(jī)效考核的情況。這些問題不僅嚴(yán)重影響YM基金公司績(jī)效管理公平公正的實(shí)施，還會(huì)影響渠道銷售人員的合理權(quán)益，阻礙公司持久健康穩(wěn)定的發(fā)展。 作者憑借工作關(guān)系對(duì)全行業(yè)的渠道銷售人員績(jī)效考核工作進(jìn)行調(diào)研發(fā)現(xiàn)，針對(duì)上面所述的情況，基金公司多是通過(guò)團(tuán)隊(duì)績(jī)效的方式回避個(gè)人工作與成果不匹配的問題，還有很少數(shù)基金公司是通過(guò)更細(xì)致復(fù)雜的考核指標(biāo)減少工作與成果的不匹配。但這些方法只能起到改善作用，并不能從實(shí)質(zhì)上解決問題，除非以公司為單位進(jìn)行考核。作者發(fā)現(xiàn)基金行業(yè)內(nèi)一直缺乏有效的解決方案，為此，作者通過(guò)查閱國(guó)內(nèi)外大量的相關(guān)文獻(xiàn)資料，對(duì)國(guó)內(nèi)外基金行業(yè)的績(jī)效考核現(xiàn)狀進(jìn)行研究分析，希望可以找到有效的解決方案。但是，卻發(fā)現(xiàn)這種情況是中國(guó)獨(dú)有的，沒有現(xiàn)成可以借鑒的解決方案，只能依靠自己找出有效的解決方案。 本文以YM基金公司渠道銷售人員的績(jī)效考核體系為研究對(duì)象，結(jié)合多年的基金產(chǎn)品銷售經(jīng)驗(yàn)，通過(guò)對(duì)影響渠道銷售的內(nèi)外部因素進(jìn)行深入細(xì)致的分析，找出渠道銷售人員的付出與成果不成比例的問題根源，并在前人相關(guān)研究的基礎(chǔ)上，引入相對(duì)考核指標(biāo)和動(dòng)態(tài)管理理念，設(shè)計(jì)構(gòu)建出符合基金產(chǎn)品銷售規(guī)律的科學(xué)公正的績(jī)效考核體系，從而改善提高YM基金公司的績(jī)效管理水平，保證渠道銷售人員得到公平公正的績(jī)效考核成果，，促進(jìn)公司戰(zhàn)略目標(biāo)的實(shí)現(xiàn)，并且為其他基金公司解決類似問題提供參考借鑒。
[Abstract]:As a special commodity which can satisfy people's investment demand, securities investment fund is the inevitable outcome of the development of capital market. In China, the fund industry has experienced more than ten years of vigorous development, the scale of assets has exceeded 2.6 trillion yuan. At present, the sales of domestic fund products mainly rely on channel sales, so in the industry, the sales of fund products are all special channel sales. During the period of the marketing department of YM fund company, the author found that the fund products were significantly affected by the internal and external environmental factors in the process of channel sales. The investment performance and the market environment would increase or offset the work results of the sales staff. Therefore, in the actual work, the channel sales personnel pay and sales results can not be fully matched, and the current performance appraisal system can not be effectively adjusted, resulting in no scientific, fair, Fair evaluation of channel sales performance. Even in extreme circumstances, there may be a failure to carry out performance appraisal. These problems not only seriously affect the fair and just implementation of performance management of YM fund company, but also affect the reasonable rights and interests of channel salesmen and hinder the company's sustainable, healthy and stable development. With the help of the working relationship, the author investigates the performance appraisal of the channel salesmen in the whole industry and finds that the fund companies avoid the mismatch between individual work and achievement through the way of team performance. There are also a small number of fund companies through more detailed and complex assessment indicators to reduce the mismatch between work and results. But these methods can only improve, can not solve the problem substantially, unless the company as a unit of assessment. The author finds that there is a lack of effective solutions in the fund industry. Therefore, the author studies and analyzes the current situation of performance appraisal of the fund industry at home and abroad by consulting a large number of domestic and foreign literature. Hope to find an effective solution. However, it is found that this situation is unique to China, there are no ready-made solutions to learn from, can only rely on their own to find effective solutions. This paper takes the performance appraisal system of the channel sales staff of YM fund company as the research object, combines the fund product sales experience for many years, through carries on the thorough detailed analysis to the influence channel sale internal and external factor, Find out the root of the problem that the sales staff's efforts and achievements are out of proportion, and on the basis of previous relevant research, introduce the relative assessment index and dynamic management concept. To design and construct a scientific and fair performance appraisal system in accordance with the rules of fund product sales, so as to improve the performance management level of YM fund company and ensure that the channel sales staff get fair and just performance appraisal results. To promote the realization of the company's strategic objectives, and to provide reference for other fund companies to solve similar problems.
【學(xué)位授予單位】：河北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272.92;F832.39

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